Tourism Ireland, Marketing the Island of Ireland Overseas

Festival Focus for Tourism Ireland Autumn Campaign (NI version)

24 Sep 2012

Tourism Ireland has launched a £16.5 million promotional campaign, aimed at boosting late-season travel to Northern Ireland and the island of Ireland from around the globe this autumn and teeing up major events in 2013 including the exciting programme for Derry~Londonderry UK City of Culture. The period September to December traditionally yields as much as 30% of overseas tourism business.

Kicking off Tourism Ireland’s autumn promotions in GB, legendary DJ and former Top of the Pops presenter Simon Bates flew to Belfast, to host his popular radio show from outside Titanic Belfast. This is part of a month-long promotion of our music, festivals and culture which will reach about 2.7 million people in GB on popular stations Smooth and Real Radio. And also in GB, our largest and most important tourism market, Tourism Ireland’s TV ads will be seen by a massive 19 million potential holidaymakers this autumn – conveying the fun, friendliness and great things to do and see on a holiday or short break here.

Tourism Ireland’s campaign will highlight the many festivals and events taking place this autumn – from the Belfast Festival at Queens (which this year celebrates the important milestone of its 50th anniversary), to the Aspects Irish Literature Festival in Bangor, the Fermanagh Live Festival and the Banks of the Foyle Hallowe’en Carnival in Londonderry. The campaign – which is being rolled out in Great Britain, the United States, Mainland Europe, Australia and emerging markets – will incorporate a major focus on city breaks as well as on attracting visitors to more rural parts of Northern Ireland over the coming months. Highlights of the activity include TV, radio, print and online advertising; extensive PR and social media activity; as well as co-operative promotions with carriers like Jet2, easyJet and Aer Lingus.

Tourism Ireland CEO Niall Gibbons said: “ni2012 has provided an unprecedented opportunity to make Northern Ireland shine on the global stage. Tourism Ireland’s promotions around the world continue to capitalise on this opportunity, highlighting the strengths of Northern Ireland – iconic experiences, our warm, friendly people, great value for money and world-class reasons to visit like Titanic Belfast and the Giant’s Causeway Visitor Centre. Our autumn campaign aims to take advantage of late booking trends in our target markets, as there is still everything to play for, for the remainder of 2012. Many people are opting for shorter holiday breaks and autumn is a good opportunity with great festivals and events happening here. In association with our tourism partners, we have enticing autumn/winter packages to offer, developed around festivals and themes such as food, music, literature and the arts.

“We are also now preparing for next year and the exciting programme for Derry~Londonderry UK City of Culture, as well as other great events like the World Police & Fire Games. These events, together with the warm welcome for which Northern Ireland is renowned, are providing us with wonderful opportunities to showcase Northern Ireland around the world.”

Tourism Ireland CEO Niall Gibbons with DJ Simon Bates who kicked off Tourism Ireland’s autumn promotions in GB when he hosted his popular radio show from outside Titanic Belfast.